MTV Networks Europe is launching two new research tools to put its youth expertise at the disposal of agencies and clients, so that major brands can answer these questions -- even if you can not.
The first initiative, Collections of Cool, is a user-friendly study that summarises the key youth marketing intelligence and market research of last year to help readers through what are perceived by MTV to be the biggest issues and trends in youth culture.
Collections will draw on everything from MTV's own research: Sources of Cool to Geezerland and Generation Z; mobile phone customisation; games "hackers"; the attitudes of German youth; what Dutch kids really feel about cannabis; and the influence of Kelly Osbourne on fashion.
MTV says that Collections will act like a "curator selecting the best for a display or exhibition drawing from the best current available research to draw out the most relevant research findings".
At the same time, MTV is launching Switched On, a quarterly trends monitor covering everything from music subcultures, technology trends, opinion formers and scene reports. Switched On has previously only been available to a select number of clients and agencies, but will now be more widely accessible.
Switched On is being overseen by MTV's resident trends adviser, Claudine Ben-Zenou, whose brief is to hunt out new and emerging trends, fashions, and social phenomena before they become mainstream. Ben-Zenou earned her credentials doing underground youth marketing and brand consultancy work and has worked for youth culture clients such as Sony PlayStation, Paul Smith, Universal Music and Levi's.
Previous issues have been responsible for tipping new artists such as hip hop act Kanye West and identifying glam rock months before The Darkness became big.
Dave Sibley, senior vice-president of international marketing, said: "MTV prides itself in working in partnership with agencies and clients to deliver credible marketing campaigns that truly resonate with the young and young-minded across Europe. Collections of Cool and Switched On research will offer agencies further opportunities to understand youth trends."
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